The Farm Rebranding of Gannett A Case Study
We Passed the Test Early in 2010, The Farm created an image campaign for USA TODAY, launching with the tagline What America Wants, and targeting marketers. The success of this campaign led to Gannett s choosing The Farm to create its fi rst-ever branding campaign. 2
Gannett s Back Story Started over 100 years ago Became newspaper publishing giant with over 80 newpapers Founded the fi rst national newspaper, USA TODAY Fortune 500 company Acquired many broadcast properties, mostly local TV affi liates Acquired several digital properties such as CareerBuilder.com, PointRoll, Captivate Also owns many special interest publications and websites such as Military Times, MomsLikeMe, HighSchoolSports.net 3
The Problem Because Gannett had never done a branding campaign, and was basically considered to be a holding company by the industry, name recognition was low. Those who knew them, knew them only as a newspaper company rather than the diverse and forward-thinking media and marketing solutions company that they are. Plus, they had a very dated logo and website. 4
The Solution A Comprehensive Rebranding Develop a strategic platform, including new Mission and Vision statements, Brand Architecture, etc. Create a new logo and tagline Create and execute a new website, an ad campaign and an internal communication that introduces the new brand 5
Brand Platform Because many of Gannett s brands had higher awareness than the parent company, an endorsed brand architecture was recommended. 6
Mission Statement TO ENRICH LIVES by informing and inspiring consumers, by providing the ease and accessibility to connect them with their communities of interest, and by being a catalyst for the conversations that are making a difference every day. TO HELP CLIENTS SUCCEED through our unparalleled local-to-international portfolio of trusted brands, our ability to provide integrated marketing solutions, and our insight into consumer behavior. TO LEAD the transformation of the media and marketing services industries. 7
Vision Statement To be the trusted, leading media and marketing solutions company at the forefront of a new era in human engagement. 8
Logo An excerpt from Gannett s new website says it best: The blue logo is simple and straight-forward yet fresh and modern, elevating the Gannett corporate brand and representing who Gannett is today. It has roots in mid-century newspaper typefaces, and expresses a contemporary eloquence. Gannett worked with the small boutique advertising fi rm, The Farm, to create the new logo and brand campaign. 9
Tagline Again, we ll let Gannett say it for us Gannett s new slogan It s all within reach speaks to the many benefi ts our company offers today for multiple audiences. For consumers, Gannett provides easy access to the information they want, when they want it, on every platform. For businesses, Gannett delivers innovative marketing solutions that help put their goals within reach. For employees, the company offers rewarding careers and opportunities to grow. Gannett has what consumers and businesses want from a media and marketing solutions company and we deliver what they need on every platform broadcast, digital, mobile, publishing. 10
Website Click the image to view the website. 11
Website Click the image to view the website. 12
Advertising CAPTIVATE WHAT LEADING MEDIA AND MARKETING SOLUTIONS COMPANY IS REACHING YOU RIGHT NOW? HINT. FROM CAPTIVE AUDIENCES Captivate TO MAINSTREAM AUDIENCES, IT S ALL WITHIN REACH. CareerBuilder LEARN MORE AT GANNETT.COM Key frames of Captivate digital advertising. 13
Advertising DIGITAL Digital advertising ran on AdAge.com, WSJ.com, Huffi ngton Post and others, as well as more than 100 of Gannett s digital properties. Click an image to view a demonstration. 14
Advertising PRINT ADS UPWARDLY MOBILE Whether we re helping people step up to a new job or reach new heights at the skate park, Gannett takes consumers where they want to go. And if you re interested in a COLLABORATIVE APPROACH TO HELPING YOUR BUSINESS GROW, Gannett is there for you, too. We invite you to engage as millions of consumers do every day through our powerful LOCAL-TO-NATIONAL NETWORK of broadcasting, digital, mobile and publishing brands. IT S ALL WITHIN REACH. THE FACE OF DESIGN From the breakthrough ipad and phone Apps that consumers download by the millions, to the inventive PointRoll technology that helps businesses engage audiences in new dynamic ways, Gannett is a leader, by design. Through our powerful LOCAL-TO-NATIONAL NETWORK of digital, mobile, publishing and broadcasting brands, discover how we can design integrated MARKETING SOLUTIONS to help your business succeed. IT S ALL WITHIN REACH. USA TODAY This top-ranking ipad news App has been downloaded more than 1.6 million times. PointRoll By using webcams, viewers can put their own faces in an ad and share it. CareerBuilder.com The largest employment site in North America. BNQT.com One of our many special interest sites is targeted to action sports enthusiasts. ipad is a registered trademark of Apple, Inc. All rights reserved. LEARN MORE AT GANNETT.COM LEARN MORE AT GANNETT.COM 15
Advertising ONLINE BRAND BROCHURE Sample pages from digital brand brochure 16